Building a Premium Experience That Truly Delivers
Inside the Curl Fitness Facility Strategy
In today’s fitness industry, the word premium gets used a lot— but it’s delivered less often than we’d like to admit.
In some cases, operators raise prices, add amenities, and upgrade finishes, only to discover that members are far less forgiving than expected. In hyper-competitive markets, “good enough” doesn’t survive long. What separates enduring brands from forgettable ones isn’t aspiration, it’s execution.
That belief sits at the core of what Curl Fitness, a premium club concept founded by CEO and Owner Victor Poma, whose career spans high-volume, low-price (HVLP) models to multi-unit premium operations, is all about. Curl Fitness wasn’t built as a reaction to trends. It was built to solve a problem Victor saw widening across the industry.
“There was a growing gap between value clubs and ‘premium’ clubs that charged more without delivering a truly differentiated experience,” Victor explains. “Members were willing to pay for quality, but only if the value was unmistakable.”
Curl Fitness set out to make that value impossible to miss.
Victor and his team made an early decision that would shape everything that followed: over-invest upfront on design, layout, and equipment. The club itself would become a competitive advantage, not something to be upgraded later.
“Premium should be felt immediately,” Victor says. “In the architecture, the finishes, the equipment, the service, and the consistency over time.”
That philosophy shows up the moment a member walks through their door. Open layouts. Clean sightlines. High ceilings. Intentional lighting. Clearly defined training zones. Nothing feels accidental. Nothing feels improvised.
This wasn’t about being flashy. It was about signaling permanence, care, and confidence, qualities members recognize long before they rationalize price.
“Most confuse amenities with execution,” he says. “They add features but don’t deliver consistency. They underinvest in the physical environment and overestimate how forgiving members will be.”
Curl Fitness intentionally avoided that trap by obsessing over fundamentals first:
The result? A club experience that quickly felt elevated. But, it also had to be an elevated feeling that survived past the opening day vibe. It had to be felt for months and years later when the “newness” novelty would have worn off, at times when members would be testing to see if the standards were maintained.
Roughly 80% of Curl Fitness clubs are outfitted with Life Fitness / Hammer Strength equipment, a deliberate choice rooted in brand consistency and long-term thinking.
“A unified equipment ecosystem creates consistency, credibility, and efficiency,” Victor explains. “Visually, it reinforces the brand. Operationally, it simplifies maintenance and training. For members, the experience feels cohesive and intuitive.”
That cohesion matters more than many operators realize and this is something to pay critical attention to. Why? Well, because members may not articulate it explicitly, but they feel it, especially over time. Premium equipment that’s meticulously maintained signals seriousness. It tells members the brand is invested not just in today’s experience, but in what the club will be five years from now.
In opening multiple locations in the last six months, Curl Fitness has seen increased engagement across the strength floor, particularly in Hammer Strength zones. Members train longer, explore more movements, and express greater confidence in their workouts, which is a direct reflection of tools that invite use rather than intimidate it.
“Retention, utilization, and brand perception matter far more than initial savings,” Victor says. “Operators often over-value short-term cost and under-value how premium investment drives lifetime value.”
This approach, or should we say this mindset about how to look at ROI comes from experience scaling multi-unit operations. Premium equipment doesn’t just reduce maintenance headaches, it supports higher retention, stronger referrals, and fewer compromises over time.
For Curl Fitness, partnering with Life Fitness / Hammer Strength isn’t transactional. It’s about alignment, durability, consistency, and shared standards that allow the brand to scale without diluting the experience.
Curl Fitness’s team culture reflects the same intentionality as the company’s build outs. Team members are hired for professionalism, pride, and service mindset first. Technical skills can be taught. Standards cannot.
“Team members are the experience,” Victor notes. “One careless interaction can undo months of investment. One thoughtful interaction builds loyalty.”
That alignment between space, equipment, and service creates something members feel every visit: consistency. And consistency, more than novelty, is what keeps them loyal.
“Members notice shortcuts faster than operators think,” Victor says. “And rebuilding trust is far harder than protecting it.”
Beyond the pandemic and looking ahead, Curl Fitness is growing, aggressively and methodically, while deliberately choosing not to chase every trend. “Focus,” Victor believes, “has become a competitive advantage in an industry that often mistakes motion for progress.”
The takeaway for operators isn’t to copy Curl Fitness’s aesthetic, or price point. It’s to recognize that:
If you’re ready to partner for the future, if you’re ready to realize ROI that’s more than just the initial cost of development, get on a call with one of our Life Fitness / Hammer Strength experts. We’ll make sure you feel the impact across the entirety of your organization in ways that your members will notice and appreciate.
In some cases, operators raise prices, add amenities, and upgrade finishes, only to discover that members are far less forgiving than expected. In hyper-competitive markets, “good enough” doesn’t survive long. What separates enduring brands from forgettable ones isn’t aspiration, it’s execution.
That belief sits at the core of what Curl Fitness, a premium club concept founded by CEO and Owner Victor Poma, whose career spans high-volume, low-price (HVLP) models to multi-unit premium operations, is all about. Curl Fitness wasn’t built as a reaction to trends. It was built to solve a problem Victor saw widening across the industry.
“There was a growing gap between value clubs and ‘premium’ clubs that charged more without delivering a truly differentiated experience,” Victor explains. “Members were willing to pay for quality, but only if the value was unmistakable.”
Curl Fitness set out to make that value impossible to miss.
Designing the Club as a Competitive Advantage
From the beginning, Curl Fitness treated the physical facility not as a container for equipment, but as a strategic asset.Victor and his team made an early decision that would shape everything that followed: over-invest upfront on design, layout, and equipment. The club itself would become a competitive advantage, not something to be upgraded later.
“Premium should be felt immediately,” Victor says. “In the architecture, the finishes, the equipment, the service, and the consistency over time.”
That philosophy shows up the moment a member walks through their door. Open layouts. Clean sightlines. High ceilings. Intentional lighting. Clearly defined training zones. Nothing feels accidental. Nothing feels improvised.
This wasn’t about being flashy. It was about signaling permanence, care, and confidence, qualities members recognize long before they rationalize price.
Why Most “Premium” Clubs Often Miss the Mark
Victor is candid about where many mid-level premium clubs fall short.“Most confuse amenities with execution,” he says. “They add features but don’t deliver consistency. They underinvest in the physical environment and overestimate how forgiving members will be.”
Curl Fitness intentionally avoided that trap by obsessing over fundamentals first:
- Flow and spacing
- Acoustics and lighting
- Equipment placement and usability
- Cleanliness and staff behavior
The result? A club experience that quickly felt elevated. But, it also had to be an elevated feeling that survived past the opening day vibe. It had to be felt for months and years later when the “newness” novelty would have worn off, at times when members would be testing to see if the standards were maintained.
Equipment as Trust, Not Just Performance
For Curl Fitness, equipment selection was never about checking boxes or chasing trends. It was about earning member trust.Roughly 80% of Curl Fitness clubs are outfitted with Life Fitness / Hammer Strength equipment, a deliberate choice rooted in brand consistency and long-term thinking.
“A unified equipment ecosystem creates consistency, credibility, and efficiency,” Victor explains. “Visually, it reinforces the brand. Operationally, it simplifies maintenance and training. For members, the experience feels cohesive and intuitive.”
That cohesion matters more than many operators realize and this is something to pay critical attention to. Why? Well, because members may not articulate it explicitly, but they feel it, especially over time. Premium equipment that’s meticulously maintained signals seriousness. It tells members the brand is invested not just in today’s experience, but in what the club will be five years from now.
In opening multiple locations in the last six months, Curl Fitness has seen increased engagement across the strength floor, particularly in Hammer Strength zones. Members train longer, explore more movements, and express greater confidence in their workouts, which is a direct reflection of tools that invite use rather than intimidate it.
Is There A Smarter Way To Measure ROI?
The short answer? Yes. When evaluating return on investment, Curl Fitness makes it a requirement to look beyond just return on upfront cost.“Retention, utilization, and brand perception matter far more than initial savings,” Victor says. “Operators often over-value short-term cost and under-value how premium investment drives lifetime value.”
This approach, or should we say this mindset about how to look at ROI comes from experience scaling multi-unit operations. Premium equipment doesn’t just reduce maintenance headaches, it supports higher retention, stronger referrals, and fewer compromises over time.
For Curl Fitness, partnering with Life Fitness / Hammer Strength isn’t transactional. It’s about alignment, durability, consistency, and shared standards that allow the brand to scale without diluting the experience.
The Human Side of Premium
Facilities and equipment set the stage, but it’s the people that deliver the experience.Curl Fitness’s team culture reflects the same intentionality as the company’s build outs. Team members are hired for professionalism, pride, and service mindset first. Technical skills can be taught. Standards cannot.
“Team members are the experience,” Victor notes. “One careless interaction can undo months of investment. One thoughtful interaction builds loyalty.”
That alignment between space, equipment, and service creates something members feel every visit: consistency. And consistency, more than novelty, is what keeps them loyal.
Built to Evolve, Not React
Curl Fitness’s discipline was tested during COVID and strengthened by it. Rather than diluting the brand or cutting corners, the team protected the experience, even when it required short-term sacrifice.“Members notice shortcuts faster than operators think,” Victor says. “And rebuilding trust is far harder than protecting it.”
Beyond the pandemic and looking ahead, Curl Fitness is growing, aggressively and methodically, while deliberately choosing not to chase every trend. “Focus,” Victor believes, “has become a competitive advantage in an industry that often mistakes motion for progress.”
What Other Operators Can Learn
Curl Fitness isn’t successful because it chased premium. It’s successful because it planned for it, invested in it, and executed it daily.The takeaway for operators isn’t to copy Curl Fitness’s aesthetic, or price point. It’s to recognize that:
- Facilities are strategic assets
- Equipment is a trust signal
- Consistency beats novelty
- And premium is delivered through systems, not slogans
If you’re ready to partner for the future, if you’re ready to realize ROI that’s more than just the initial cost of development, get on a call with one of our Life Fitness / Hammer Strength experts. We’ll make sure you feel the impact across the entirety of your organization in ways that your members will notice and appreciate.